Southern Pines Beer Packaging
Project 11

Southern Pines Brewing

  • Creative Direction Catherine Wyatt, Jong Woo Si, Dakyung Lee
  • Design Aage Vetter
  • Illustration Aage Vetter, Katie Medina

Project Overview

After seven years of making crushable local brews and spirits, Southern Pines Brewing Company decided to give their brand look the same attention to detail as they give their craft. Hold our beers and we’ll take you through our collaboration.


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Southern Pines Monogram Evolution

The Challenge

Founded in the town of the same name, Southern Pines Brewing Company is a hometown hero that’s adored by their community. They asked JD&Co. to elevate their branding and packaging, while maintaining the welcoming, down-to-earth vibe their community knows and loves. Another ask? Develop unique packaging for their new product line.

The Solution

JD&Co. created a brand system that feels at home with Southern Pines’ honest-to-goodness brews and spirits. The star of the show is the updated monogram, set in a deep forest green evoking their community roots, nature, and growth. Inspired by wrought iron-grates, its typeface is elegant, but inviting.

We also set their ready-to-drink cocktail line up for success with a stunning packaging design. To distinguish it from other products in the Southern Pines portfolio, we leveraged an upscale typeface, but kept things unstuffy with playful flavor illustrations and cheeky taglines that suggest the best way to enjoy each libation.

Southern Pines Brewing
Southern Pines Cocktail Packaging
Southern Pines Brewing
Southern Pines Cocktail Packaging

The Results

With a strong and strategic brand foundation, Southern Pines Brewing Company is poised to take on new markets and continue serving their growing community, both near and far.

Southern Pines Brewing
Southern Pines Spirits Packaging


  • Brand Identity
  • Packaging Design
  • Illustration
  • Structure Design

Case Studies